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Biscuits, Cookies and Crackers - UK - March 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Total retail value sales of biscuits, by segment, 2011-13
The future
Figure 2: Total UK retail value sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
Market factors
Demographic changes represent both opportunities and threats to the biscuits market
Pressure from input costs eased in late 2013
Biscuit manufacturers reduce salt and saturated fat contents but not sugar contents
Consumers’ relaxed approach to their diets bodes well for biscuits
Companies, brands and innovation
United Biscuits dominates the market
Sweet biscuits regained share of total new launches in 2013
Advertising spend increases in 2013
The consumer
Sweet biscuits are Brits’ favourites
Figure 3: Usage of sweet and savoury biscuits/crackers, cereal bars and breakfast biscuits, December 2013
Texture, smaller packs and variety are key themes in sweet biscuits
Figure 4: Attitudes towards sweet biscuits, cereal bars and breakfast biscuits, December 2013
Health considerations dominate when it comes to savoury biscuits/crackers
Figure 5: Interest in selected product attributes of savoury biscuits and crackers, December 2013
Snacking occasion still offers untapped opportunities for savoury biscuits/crackers
Figure 6: Users’ attitudes towards savoury biscuits and crackers, December 2013
What we think
ISSUES AND INSIGHTS
Savoury biscuits and crackers need to focus on on-the-go snacking
The facts
The implications
Treat biscuits would benefit from a permissible treat positioning
The facts
The implications
How can breakfast biscuits increase their appeal among older consumers?
The facts
The implications
TREND APPLICATION
Trend: Sense of the Intense
Trend: Guiding Choice
Mintel Future: East Meets West
MARKET DRIVERS
Key points
Demographic changes represent both opportunities and threats to the biscuits market
Figure 7: Projected trends in the age structure of the UK population, 2013-18
Pressure from input costs eased in late 2013
Figure 8: Average monthly UK prices of wheat, January 2011-January 2014
Biscuit manufacturers commit to salt and saturated fat but not to sugar reduction under Responsibility Deal
Consumers’ relaxed approach to their diets bodes well for biscuits
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Sweet biscuits regained share of total new launches in 2013
Figure 9: New product development in the UK biscuit and cereal bars market, 2009-13
Sweet biscuits and cookies
Brands lose ground to own-label in terms of NPD activity
Figure 10: New product development in the UK sweet biscuits market, brands vs. own-label, 2009-13
Figure 11: New product launches in the UK sweet biscuits and cookies market, by top 10 companies in 2013, 2009-13
Seasonal and free-from claims gain significance in 2013
Figure 12: New product launches in the UK sweet biscuits and cookies market, by top 10 claims in 2013, 2009-13
Desserts and cakes offer inspiration for flavour innovation
Savoury biscuits and crackers
Brands regain share of NPD for the first time in at least five years
Figure 13: New product development in the UK savoury biscuits and crackers market, brands vs. own-label, 2009-13
Figure 14: New product launches in the UK savoury biscuits and crackers market, by top 10 companies in 2013, 2009-13
Rising NPD in no additives/preservatives, high fibre and convenient packaging
Figure 15: New product launches in the UK savoury biscuits and crackers market, by top 10 claims in 2013, 2009-13
Manufacturers move away from unflavoured/plain variants
Figure 16: New product launches in the UK savoury biscuits and crackers market, by top 10 flavours (incl. blend) in 2013, 2009-13
Cereal bars and breakfast biscuits
Brands considerably step up their NPD activity in 2013
Figure 17: New product development in the UK cereal bars and breakfast biscuits market, brands vs. own-label, 2009-13
Figure 18: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 companies in 2013, 2009-13
More manufacturers jump on the bandwagon of breakfast biscuits
Figure 19: New product development in the UK cereal bars and breakfast biscuits market, by type, 2009-13
Berry and honey flavours on the rise, driven by breakfast biscuits NPD
Figure 20: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 flavours (incl. blend) in 2013, 2009-13
Raw snack bars drive strong increase in free-from claims in 2013
Figure 21: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 claims in 2013, 2009-13
Cereal bars jump on the protein bandwagon
International snack bar brands capitalise on popularity of peanut butter
MARKET SIZE AND FORECAST
Key points
Volume decline halts in 2013
Figure 22: Total UK retail value and volume sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
The future
Figure 23: Total UK retail value sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
Figure 24: Total UK retail volume sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
Changing demographics represent both opportunities and threats
Figure 25: Total UK retail value sales of sweet biscuits, 2008-18
Figure 26: Total UK retail volume sales of sweet biscuits, 2008-18
Figure 27: Total UK retail value sales of savoury biscuits and crackers, 2008-18
Figure 28: Total UK retail volume sales of savoury biscuits and crackers, 2008-18
Figure 29: Total UK retail value sales of cereal bars and breakfast biscuits, 2008-18
Figure 30: Total UK retail volume sales of cereal bars and breakfast biscuits, 2008-18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Sweet biscuits have lost ground to cereal bars and breakfast biscuits
Figure 31: Total retail value sales of biscuits, by segment, 2011-13
Everyday biscuits are the driving force in sweet biscuits
Children’s biscuits manage to rebound in 2013
Seasonal and healthier biscuits struggle
Savoury biscuits and crackers maintain their share of 17% in 2013
Savoury biscuits grow by a strong 6% in 2013
Figure 32: UK retail value sales of biscuits, by segment and type, 2011-13
Figure 33: UK retail volume sales of biscuits, by segment and type, 2011-13
MARKET SHARE
Key points
Sweet biscuits
UB dominates sweet biscuits with a 28% value share in 2013
Figure 34: Leading manufacturers’ shares in the UK sweet biscuits market, by value, 2012 and 2013
Maryland is the driver behind Burton’s Biscuits’ strong performance
Fox’s and Nestlé suffer from lack of advertising and NPD support
Own-label loses ground to brands in 2013
Figure 35: Leading brands in the sweet biscuits market, by value and volume, 2012 and 2013
Cereal bars and breakfast biscuits
Kellogg’s maintains clear lead, however, loses ground in 2013
Figure 36: Leading manufacturers’ shares in the UK cereal bars and breakfast biscuits market, by value, 2012 and 2013
Mondelēz among the strongest performers in 2013
Own-label continues to play insignificant role
Figure 37: Leading brands in the cereal bars and breakfast biscuits market, by value and volume, 2012 and 2013
Savoury biscuits and crackers
UB leads with a 32% value share in 2013
Figure 38: Leading manufacturers’ shares in the UK savoury biscuits and crackers market, by value, 2012 and 2013
Jordans & Ryvita Company among strongest performers in 2013
Own-label maintains value share but loses ground in volume terms
Figure 39: Leading brands in the savoury biscuits and crackers market, by value and volume, 2012 and 201
COMPANIES AND PRODUCTS
United Biscuits
Background
Product range
Product innovation
Recent activity and promotion
Burton’s Biscuit Company
Background
Product range
Product innovation
Recent activity and promotion
Associated British Foods
Background
Product range and innovation
Recent activity and promotion
2 Sisters Food Group
Background
Product range
Product innovation
Recent activity and promotion
Mondelēz International (formerly Kraft)
Background
Product range and innovation
Recent activity and promotion
Eat Natural
Background
Product range and innovation
General Mills
Background
Product range and innovation
Recent activity and promotion
Kellogg’s
Background
Product range and innovation
Recent activity
BRAND ADVERTISING, PERCEPTIONS AND SOCIAL MEDIA
Key points
Advertising spend increases in 2013
Figure 40: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, 2009-13
Figure 41: Share of total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by segment, 2009-13
Mondelēz was the top spender in 2013
Figure 42: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by top 5 advertisers, 2009-13
United Biscuits looks to drive emotional engagement with McVitie’s brand through new master brand campaign
Fox’s looks beyond the traditional tea break with its Caffè range
Brand Perceptions
Key brand metrics
Figure 43: Key brand metrics of selected biscuits, cookies and crackers, November 2013
Brand map
Figure 44: Attitudes towards and usage of brands in the biscuits, cookies and crackers sector, November 2013
Correspondence analysis
Brand attitudes
Figure 45: Attitudes, by biscuits, cookies and crackers brand, November 2013
Brand personality
Figure 46: Biscuits, cookies and crackers brand personality – Macro image, November 2013
Figure 47: Biscuits, cookies and crackers brand personality – Micro image, November 2013
Brand usage
Figure 48: Biscuits, cookies and crackers brand usage, November 2013
Brand experience
Figure 49: Satisfaction with various biscuits, cookies and crackers brands, November 2013
Social media and online buzz
Social media metrics
Figure 50: Social media metrics for selected biscuits, cookies and crackers brands, November 2013
Online conversation
Figure 51: Online mentions of Oreo, January-November 2013
Figure 52: Tweet by Louis Tomlinson of One Direction, 13th November 2013
Figure 53: Share of voice of selected brands, excluding Oreo, January-November 2013
Figure 54: Online mentions of selected biscuits, cookies and crackers brands, January-November 2013
Topics of conversation
Figure 55: Topics of conversation around Oreo, January-November 2013
Figure 56: Topics of discussion around Oreo over time, January-November 2013
Figure 57: Oreo advertising spend, by week, January-November 2013
Figure 58: Topics of conversation around other selected biscuits, cookies and crackers brands, January-November 2013
Figure 59: Brand share of voice within the time of consumption topic of discussion, January-November 2013
Figure 60: Mentions of Ryvita around different meal times, January-November 2013
Figure 61: Brand share of voice around accompanying drinks topic of discussion, January-November 2013
Analysis by brand
Oreo
Figure 62: Topic cloud around mentions of Oreo, January-November 2013
Ryvita
Figure 63: Topic cloud around mentions of Ryvita, January-November 2013
Maryland
Figure 64: Maryland Gooeys
Figure 65: Comparison of advertising spend and online mentions of Maryland Gooeys, January-November 2013
Figure 66: Media through which Maryland Gooeys was discussed, January-November 2013
Fox’s
Jacob’s
McVitie’s Digestives
Figure 67: Topic cloud around mentions of generic digestive biscuits, January-November 2013
Mikado
THE CONSUMER – USAGE OF BISCUITS, COOKIES AND CRACKERS
Key points
Sweet biscuits are Brits’ favourites
Figure 68: Usage of sweet and savoury biscuits/crackers, cereal bars and breakfast biscuits, December 2013
Cereal bars and breakfast biscuits appeal to young professionals and parents
Figure 69: Usage of cereal bars and breakfast biscuits, by age, December 2013
Crispbread usage has a strong female bias
THE CONSUMER – ATTITUDES TOWARDS SWEET BISCUITS, BREAKFAST BISCUITS AND CEREAL BARS
Key points
Texture of sweet biscuits is of importance to 38% of consumers
Figure 70: Attitudes towards sweet biscuits, cereal bars and breakfast biscuits, December 2013
Energy-boosting cereal bars spark interest among one in four adults
Packaging NPD offers a way for brands to address concerns about overindulgence and freshness
Variety is particularly important to younger consumers
THE CONSUMER – INTEREST IN SELECTED PRODUCT ATTRIBUTES OF SAVOURY BISCUITS AND CRACKERS
Key points
Health considerations dominate when it comes to savoury biscuits/crackers
Figure 71: Interest in selected product attributes of savoury biscuits and crackers, December 2013
There is scope for more snacking formats of savoury biscuits/crackers
British origin of interest to a quarter of people
Added health benefits of particular interest to women and 25-34s
THE CONSUMER – ATTITUDES TOWARDS SAVOURY BISCUITS AND CRACKERS
Key points
Taste is the main barrier for not eating savour biscuits/crackers
Figure 72: Barriers to eating savoury biscuits and crackers, December 2013
Snacking occasion still offers untapped opportunities for savoury biscuits/crackers
Figure 73: Users’ attitudes towards savoury biscuits and crackers, December 2013
Savoury biscuits/crackers should benefit from tapping into a satiety positioning
Widespread interest in savoury biscuits with fillings
Bite-sized formats and on-the-go packs spark interest among large groups of users
Further packaging NPD needed to address concerns about freshness
Cross-promotions and tie-ups with soup and cheese brands could help boost usage of crackers/crispbread
APPENDIX – WHO’S INNOVATING?
Figure 74: New product launches in the UK sweet biscuits market, by top 10 brands in 2013, 2009-13
Figure 75: New product launches in the UK sweet biscuits and cookies market, by top 10 flavours (incl. blend) in 2013, 2009-13
Figure 76: New product launches in the UK savoury biscuits and crackers market, by top 10 brands in 2013, 2009-13
Figure 77: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 brands in 2013, 2009-13
APPENDIX – MARKET SIZE AND FORECAST
Figure 78: Total UK retail value and volume sales of sweet biscuits, 2008-18
Figure 79: Total UK retail value and volume sales of savoury biscuits and crackers, 2008-18
Figure 80: Total UK retail value and volume sales of cereal bars and breakfast biscuits, 2008-18
Figure 81: Best- and worst-case forecasts for the UK sweet and savoury biscuits, cereal bars and breakfast biscuits market, by value, 2013-18
Figure 82: Best- and worst-case forecasts for the UK sweet and savoury biscuits, cereal bars and breakfast biscuits market, by volume, 2013-18
Figure 83: Best- and worst-case forecasts for the UK sweet biscuits market, by value, 2013-18
Figure 84: Best- and worst-case forecasts for the UK sweet biscuits market, by volume, 2013-18
Figure 85: Best- and worst-case forecasts for the UK savoury biscuits market, by value, 2013-18
Figure 86: Best- and worst-case forecasts for the UK savoury biscuits market, by volume, 2013-18
Figure 87: Best- and worst-case forecasts for the UK cereal bars and breakfast biscuits market, by value, 2013-18
Figure 88: Best- and worst-case forecasts for the UK cereal bars and breakfast biscuits market, by volume, 2013-18
APPENDIX – MARKET SHARE
Figure 89: Leading manufacturers’ shares in the sweet biscuits market, by value and volume, 2012 and 2013
Figure 90: Leading manufacturers’ shares in the cereal bars and breakfast biscuits market, by value and volume, 2012 and 2013
Figure 91: Leading manufacturers’ shares in the savoury biscuits and crackers market, by value and volume, 2012 and 2013
APPENDIX – BRAND ADVERTISING, PERCEPTIONS AND SOCIAL MEDIA
Figure 92: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by top spending advertisers, 2009-13
Figure 93: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by top spending brands, 2009-13
Figure 94: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by media type, 2009-13
Brand research
Figure 95: Brand usage, November 2013
Figure 96: Brand commitment, November 2013
Figure 97: Brand diversity, November 2013
Figure 98: Brand satisfaction, November 2013
Figure 99: Brand recommendation, November 2013
Figure 100: Brand attitudes, November 2013
Figure 101: Brand image – Macro image, November 2013
Figure 102: Brand image – Micro image, November 2013
Figure 103: Online mentions of selected biscuit, cookie and cracker brands, by month, January-November 2013
Figure 104: Online mentions in relation to topics of discussion around Oreo, January-November 2013
Figure 105: Online mentions in relation to topics of discussion around selected other brands, January-November 2013
APPENDIX – THE CONSUMER – USAGE OF BISCUITS, COOKIES AND CRACKERS
Figure 106: Usage of biscuits, cookies and crackers, December 2013
Figure 107: Usage of sweet biscuits, by demographics, December 2013
Figure 108: Usage of crackers, by demographics, December 2013
Figure 109: Usage savoury biscuits, by demographics, December 2013
Figure 110: Usage of cereal bars, by demographics, December 2013
Figure 111: Usage of crispbread, by demographics, December 2013
Figure 112: Usage of breakfast biscuits, by demographics, December 2013
Figure 113: Usage of rice cakes, by demographics, December 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS SWEET BISCUITS, BREAKFAST BISCUITS AND CEREAL BARS
Figure 114: Attitudes towards sweet biscuits, breakfast biscuits and cereal bars, December 2013
Figure 115: Most popular attitudes towards sweet biscuits, breakfast biscuits and cereal bars, by demographics, December 2013
Figure 116: Next most popular attitudes towards sweet biscuits, breakfast biscuits and cereal bars, by demographics, December 2013
Figure 117: Other attitudes towards sweet biscuits, breakfast biscuits and cereal bars, by demographics, December 2013
APPENDIX – THE CONSUMER – INTEREST IN SELECTED PRODUCT ATTRIBUTES OF SAVOURY BISCUITS AND CRACKERS
Figure 118: Interest in selected product attributes of savoury biscuits and crackers, December 2013
Figure 119: Most popular product attributes of savoury biscuits and crackers, by demographics, December 2013
Figure 120: Next most popular product attributes of savoury biscuits and crackers, by demographics, December 2013
Figure 121: Other product attributes of savoury biscuits and crackers, by demographics, December 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS SAVOURY BISCUITS AND CRACKERS
Figure 122: Users’ attitudes towards savoury biscuits and crackers, December 2013
Figure 123: Agreement with the statement ‘Savoury biscuits/crackers make for a filling snack’, by demographics, December 2013
Figure 124: Agreement with the statement ‘Savoury biscuits/crackers are great for eating with dips’, by demographics, December 2013
Figure 125: Agreement with the statement ‘Savoury biscuits/crackers are a healthy alternative to eating crisps’, by demographics, December 2013
Figure 126: Agreement with the statement ‘I eat savoury biscuits/crackers with different toppings’, by demographics, December 2013
Figure 127: Agreement with the statement ‘There should be more savoury biscuits/crackers available in on-the-go packs’, by demographics, December 2013
Figure 128: Agreement with the statement ‘There should be more savoury biscuits/crackers that come in bite-sized formats’, by demographics, December 2013
Figure 129: Agreement with the statement ‘Eating crispbread rather than bread can help to reduce one’s calorie intake’, by demographics, December 2013
Figure 130: Agreement with the statement ‘Savoury biscuits/crackers that contain specific types of cheese are appealing’, by demographics, December 2013
Figure 131: Agreement with the statement ‘Other savoury snacks are more convenient to offer to guests compared to savoury biscuits/crackers’, by demographics, December 2013
Figure 132: Agreement with the statement ‘Savoury biscuits/crackers go stale too quickly once the packet is opened’, by demographics, December 2013
Figure 133: Agreement with the statement ‘Crackers/crispbread are a good accompaniment for soup’, by demographics, December 2013
Figure 134: Agreement with the statement ‘It’s hard to know which flavoured savoury biscuits go well with different types of cheese’, by demographics, December 2013
APPENDIX – THE CONSUMER – REASONS FOR NOT EATING SAVOURY BISCUITS AND CRACKERS
Figure 135: Reasons for not eating savoury biscuits/crackers, December 2013

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